New Delhi: Popular whiskey brand Jack Daniel’s has launched an immersive 360-degree virtual reality experience of its famed distillery in Lynchburg, Tennessee in India.

First launched in the US in July earlier this year, the experience artfully displays the timeless craftsmanship of the distillery, which was setup by Jasper “Jack” Daniel in 1866, 150 years ago. Even today, this distillery in the town of Lynchburg still produces every single drop of the world’s Jack Daniel’s.

The technology takes fans through “sensory rich” locations in the distillery; from the rick yard, where sugar maple ricks are burnt down for use in the whiskey’s charcoal mellowing process, to the summit of the barrel house with master distiller Jeff Arnett, providing a vital tool to give consumers in India a better perspective of the craft that goes into making Jack Daniel’s.

Co-directed by Bowe King and Rama Allen, the experience was produced to digitally manifest the brand’s mantra: “Every day we make it, we’ll make it the best we can”.

“We all have our anniversaries. They allow us to honour the important events in our lives and to ensure the lessons of the past are not forgotten,” Arnett said in a statement.

“This new technology is a way for us to celebrate the Jack Daniel Distillery with fans everywhere and bring them closer to Lynchburg. The 360 degree video experience will allow Jack Daniel’s consumers a chance to ‘visit’ the rick yard, see the cave spring hollow and feel as though they are right there in Lynchburg where each batch of Jack Daniel’s Tennessee Whiskey is crafted, and has been for 150 years.”

In India, the fans can experience the tour through YouTube 360 and Facebook 360 versions. The Gear VR Goggles will be available for consumers at special Jack Daniel’s events and activations through the year.